MKTG 410 Midterm Exam

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MKTG 410 Midterm Exam

1. (TCO 1) Which of the following statements best defines value? (Points : 5)

The coordination of all seller-initiated efforts to set up channels of information and persuasion in order to sell goods and services or promote an idea.
The combination of factors like name, logo, design, and packaging that comes to mind when consumers think about a brand.
The desire and ability of two or more parties to exchange something of importance with one another.
The customer’s perception of all of the benefits of a product or service weighed against all the costs of acquiring and consuming it.
The amount of funds invested by the shareholders of a company in promoting its product portfolio.


Question 2.2. (TCO 1) Momentum Automobiles, an automobile manufacturer, hires Dreams Inc. to cater to its advertising needs. Momentum is only required to provide the necessary finances and does not take part in any decision making. In the given scenario, Momentum Automobiles would be classified as a(n) (Points : 5)

full-service agency.
advertising agency.
media organization.

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Question 3.3. (TCO 1) Product, price, promotion, and _____ are the 4 Ps of the marketing mix. (Points : 5)



Question 4.4. (TCO 2) A number of self-regulatory mechanisms have been established by the business community in an effort to control advertising practices, and among them, the largest and best known is the _____. (Points : 5)

Federal Trade Commission
Federal Communications Commission
Better Business Bureau
World Trade Organization
Chamber of Deputies


Question 5.5. (TCO 2) Advertisers are often supportive of voluntary self-regulation because (Points : 5)

self-regulation is viewed as a way of limiting government interference in advertising.
all clients and agencies are affected by voluntary self-regulation.
self-regulation does not require interaction between an agency and a client.
self-regulation results in even more stringent regulations than what state and federal agencies want.
it is simple and less time consuming.


Question 6.6. (TCO 3) Which of the following best defines brand equity? (Points : 5)

It is a process of varying the width of the product range with the company to modify the return on investment of the company.
It is a process which calculates the percentage of loyal, impulsive, need-based customers, and wandering customers for a particular product.
It is an intangible asset of added value or goodwill that results from the favorable image and/or the strength of consumer attachment to a company name.
It is the process of taking help from commercial market research agents to conduct a thorough market research before entering a market with unique products.
It is combination of using print, guerilla, broadcast, and outdoor advertising to promote a company’s products.


Question 7.7. (TCO 3) According to the persuasion matrix, which of the following is a dependable variable of the communications model? (Points : 5)

Type of message appeal


Question 8.8. (TCO 4) The market segmentation process (Points : 5)

divides a market into distinct groups that have heterogeneous needs.
divides a market into distinct groups that will respond similarly to marketing actions.
offers one version of the product to all markets.
creates products for several markets that have independent needs.
positions products in the minds of prospects and customers.


Question 9.9. (TCO 4) The more specific the firm’s advertising objectives, the (Points : 5)

easier it becomes to measure advertising effectiveness.
more difficult it is for competitors’ advertising to be effective.
easier it is to measure the advertising-sales response function.
lesser the funding needed to meet advertising goals.
more difficult it is for a competitor to use competitive parity budgeting.


Question 10.10. (TCO 4) Many marketing managers prefer sales-oriented objectives for advertising because they believe that (Points : 5)

the reason a company spends money on advertising and promotion is to sell its products or service.
the objective of advertising and other promotional mix elements is usually to communicate information or a selling message about a product or service.
the primary role of an IMC program is to communicate.
objectives should be based on the achievement of communication objectives.
they must provide relevant information and create favorable predispositions toward the brand before purchase behavior will occur.


  1. (TCO 1) What kind of information should an advertising agency gather to help a new client succeed with a marketing campaign? (Points : 25)


  1. (TCO 2) What is the primary purpose of Children’s Online Privacy Protection Act (COPPA)? What key requirement of the act achieves this purpose? Give one example of how the Act has changed overtime. (Points : 25)


  1. (TCO 3) Discuss how technology and the role of digital and social media impact the role of brand managers. What skills are necessary for a brand manager to be successful today? (Points : 25)
  2. (TCO 4) Should companies use paid actors to endorse a product, or use spokespeople who have actually used the product? How would a company measure the difference? (Points : 25)

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